I hear that question a lot. Unfortunately, there are a number of elements that affect the price of a video. No, that’s not a dodge, it’s the truth. What would you say if someone asked you this question:
How much does an airplane cost?
In thinking about the variables in play to answer this question, you begin to get the idea there are a lot of things to consider! I know my way around aircraft and there are easily thousands of questions, like, “are we talking about fixed wing or rotary wing (helicopter)?” So let’s dump the airplane metaphor and get back to video. Let’s start by posing a few questions that should be addressed before we answer “that other question.”
- Rate. Often described as hourly, half-day and day rate. Many videographers don’t price by the hour and some only price on a full day-rate basis. Hourly averages range between $25 an hour from that film school grad you know to $250 an hour for a top-flight video veteran. My hourly average hits just under the center: around eighty-five bucks an hour. Which lends me to…
- Equipment. Sure you could whip out your smartphone and shoot away, but is that really the look you’re going for? If so, stop reading! Otherwise, continue. There are $20,000 cameras out there (don’t forget lenses!), $2,000 microphones, and lights that weigh as much as a Volkswagen, but is that really necessary? Is there a line item charge in the project budget for equipment? I have professional level gear that you may not see Spielberg using, but it will produce corporate video that will resonate with your audience and you won’t need stockholder approval to shoot! Oh, and my rate includes the aforementioned pro-level gear! Cameras, mics, lights, sliders, tripods, gimbals…oh my! Only if I have to create a specific effect might extra equipment fees enter the equation. I don’t have a drone, though I have access to one through an industry colleague, and this is considered specialized equipment.
- Personnel. I started my business as a single person crew (“SPC”) to be able to deliver quality work at an affordable rate. That doesn’t mean that there won’t be multiple cameras, mics and lights…it does mean that I know how to be efficient in the deployment of this hardware (including setup and take down) by myself. And in those instances where it just makes sense to have a grip, 2nd camera op or sound person along, I have a rolodex full of these folks that can be called in. Also in the category of personnel: talent. Does the project require professional acting talent or will we be shooting personnel from the company being filmed?
- Time. How comprehensive is the project? Can we do it in a day? A few hours? What will be required to edit the acquired footage? When is the project due? And by the way, just because the finished deliverable is “only” 5 minutes long doesn’t mean that hours, and sometimes days of production didn’t go into what is ultimately seen on screen.
- Post-production. Because this is a future article all by itself, I’ll be brief here. Post-production includes the components that help make the video “pop.” Editing, music selection, titles, graphics, animations, voice-overs, special effects. A word of caution here: less is often more.
So there you have just a few of the key elements of a video. Truthfully, anyone who would just throw out a “ballpark” quote without reasonable consideration of the variables I’ve shared here is asking for trouble. I would much rather take a modest amount of time to talk about those elements so I could provide a quote that would be meaningful for all parties involved. I may miss out on a few jobs taking this approach but I’m as professional in my business methodology as I presume you are in yours. Consultations are free, and the result will be a production that achieves its desired results at a rate everyone finds acceptable.
Reinforce Brand Identity
When people know what you do and why you do it, they’ll understand and trust your brand more. Video reinforces your brand identity and values by showing people your mission, not just explaining what you sell.
Training is expensive and it never stops. Whether it’s new hires or keeping your team up to date on the latest advances in your field, video is a cost-effective way to better manage training costs down and keep teams happier.
Recruit Ideal Candidates
You can’t build a great team unless you have qualified candidates to choose from. Video can increase the number of applications you receive from new recruits and give you more qualified applicants to choose from.
Stand Out At Events
Ever been to a noisy event filled with competing companies vying for prospects using any means necessary? Of course you have! Video cuts through the noise and helps you stand out. Make it a key part of your next event to see the difference it can make with gathering new leads.
Educate Your Customers
When you want to educate consumers, there’s no other form of communication that conveys as much as video. Try it, and you’ll move customers through the funnel in record time.
Boost SEO Performance
More than 76% of marketers say that video has helped them increase traffic to their site. Video is great for increasing dwell time and bounce rate while improving time on site. All important SEO factors.
– So says Wyzowl! (source: wyzowl.com)
Takeaway? Call First Impressions Video for your next corporate video! 714-979-3850, or request a quote here.
It’s another holiday season, so please permit me to wish you all the very best…customers, family and friends!
On many of my earlier blog posts, I’ve talked about the importance of video for any business, service or non-profit. Video continues to grow in importance and as represented by the second frame of the following infographic, by next year, EIGHTY PERCENT of online content will be video! If you’re not doing video, you are missing opportunities on an unimaginable level, if you’re doing videos and want to tap into a professional with decades in the genre, give me a call.
With thanks to WebpageFX for the creation of a terrific infographic!
It’s been said before, but bears repeating: Every video should tell a story! Even 15 second commercials do this, so it stands to reason that anything longer should be a no-brainer, but it often isn’t.
So, let me point out that the nucleus of any story should have three main points:
Yeah, I know it’s simplistic, but this is the cornerstone of any story “arc.” Having spent 30 years in marketing, there is another way to look at it:
If you do this right, there’s one last three-point metaphor:
Note: for those interested in delving into the full complexity of story development, there are hundreds of books, blogs and videos that will expand your horizons. I just wanted to keep it short and simple today…lots of projects in the workflow !
Yesterday was August 1st. On that day in 1981, Music Television, or MTV, was launched. It was a somewhat shaky start with cable television still trying to catch traction. Fast forward to today and there are hundreds of cable outlets, with dozens of other streaming and online options for viewing content. But along with music videos, MTV also launched something else: the creation of the “logo bug” that now appears (usually) in the lower right corner of most of the programming we see today! Even video producers like this writer “bug” their videos, which I chronicled in a post back in 2015! http://wp.me/p2YaU5-8Y
If you want to place a lasting impression on your productions, be sure to “bug” them! Thanks, MTV, for an iconic idea!
If you’ve read my blog, you know how important I believe video is as part of any business’ marketing mix. Video continues to command greater percentages of marketers’ collective attention and this trend will not slow down for the foreseeable future, as noted below. Sources for each—when provided—are captioned in parentheses.
- By 2019, video will account for 80% of global internet traffic, and 85% in the US (Cisco)
- Two-thirds of marketers and agency executives see video as the next trend in content marketing (iab)
- 52% of marketers believe that video is effective for brand awareness
- 82% of of B2C businesses report that video has become their most popular content marketing tactic (Content Marketing Institute)
- 43% of marketers said they’d create more video content if there were no obstacles like time, resources, and budget (Buffer)
- 48% of marketers plan to add YouTube to their content strategy in the next year (HubSpot)
- Marketers who use video grow revenue 49% faster than non-video users (VidYard)
- 44% of SMB owners and marketers plan to spend money to promote their video content on Facebook in 2017 (Animoto)
- Companies which use videos in their marketing grow revenue 49% fasteryear-on-year than those which don’t (Aberdeen Group)
- 73% of B2B marketers say that video positively impacts marketing ROI
- Companies which use videos in their marketing enjoy 27% higher CTR and 34% higher web conversion ratesthan those which don’t
Moral of the story
The biggest roadblock for marketers to add video marketing is getting started. This is particularly relevant for small business owners. Granted, many have made the move, but just as many have not. It doesn’t take thousands of dollars to produce a video anymore—even when using a professional, so don’t be dissuaded into reaching for a smartphone, with all its inherent shortcomings. Are there times when this might be a good option? Most certainly! If it’s a once-in-a-lifetime live event, go for it! But with that said, if you’re telling the story of your business, you will be much better served with pro level cameras, microphones and lighting.
So, if you want to get started, why not give me a call? Consultations are free and even if you don’t select First Impressions Video to do the work, you’ll have a much better understanding of the task, coupled with expectations that will match the finished product.